2017 Winner Profile

Allrecipes.com

Project Description:

In September 2015, Allrecipes launched a completely transformed digital experience to better meet the interest and needs of the next generation of home cooks. For the first time in its 17-year history, Allrecipes.com was completely rebuilt to allow for a more mobile, more personal, more social brand experience for its community of 33 million home cooks. The project, which began in 2013, also included introducing a new production environment that was able to scale to meet the requirements of a rapidly growing audience. The requirements of the project included building a new digital experience that could serve home cooks seamlessly across all types of digital devices (mobile, PC, voice, Internet of Things) and fully transitioning site production from a co-location facility where the company owned and staffed a dedicated set of servers to the cloud. Through the new site experience, Allrecipes grew its audience by 64 percent from 33 million unique monthly visitors to 55 million and doubled monthly visits from 74 million visits at launch to 150 million visits in December 2016.